# 28% Higher Conversion Rate

## With Audience-Driven Creative

Hero Health offers life-changing medication management through an automated pill dispenser, mobile management app, and medication delivery. Primer helped them find a volume of high-quality customers, efficiently.

15%  
Lower CPA

28%  
Click-to-purchase conversion rate

57%  
More people reached

*Based on 10/19 - 2/20 prior to Primer taking over the account compared to Primer management from 2/20 - 10/20*

## Audience-Driven Ad Creative

**Intelligent Growth**  
Hero came to Primer to help generate new memberships as they shifted to a subscription service model. At the same time, Hero aimed to increase its ad performance and efficiency.

Primer put together a strategic testing plan to reach Hero’s goals. The plan included rapid testing of creative, audiences, and campaign strategies.

### Audience-Driven Ad Creative

43%  
CPA

65%  
Click-To-Purchase Conversion Rate

## The Strategy

Primer looked at each layer of the funnel to identify opportunities to scale memberships of Hero. In this research, Primer analyzed data carefully to uncover the need to tailor messaging and creative to their two unique audiences: Caregivers and Patients.

As a result, Primer created thumb-stopping educational videos with higher-funnel messaging for each unique audience.

Additional image and GIF creative was developed to retarget those who showed consideration to keep Hero top-of-mind and increase purchase intent.

**What were the results?**  
Messaging tailored specifically to the Caregiver and Patient audiences resulted in a **15% lower CPA and 9% higher conversion rate** than more generic messaging.

The targeted campaigns reached **57% more people**, helping to drive awareness at scale. Continuous testing of new prospecting audiences drove cold purchases with compelling creative while expanding retargeting audiences to drive efficiency.

## The Wins

### Meta Video Ads

Together, we found powerful videos that spoke to Hero’s two distinct audiences.

Hero Health - Videos Value Prop - Sprint 20.08.28 - C1_V1_07

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Hero Health - Videos Young Caregiver (+John Ellis UGC) - Sprint 20.09.11_C1V2

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### **Company**  
Hero

### **Industry**  
Health E-Commerce

“Primer partnered with us to improve performance as we navigated some significant changes in our business model. Their expertise helped us grow intelligently, and they were great strategic partners.”  
RAJIV RAGU
Head of Growth, Hero Health

## Case Studies

### 424% Increase in Lead Volume

#### PALOUSE RANCHES

### 28% Higher Conversion Rate

#### HERO

### 41% More Customers

#### MADISON REED

### By Refining Campaign Strategies and Testing Efficiently

#### FEETURES

### YoY Growth With Seasonal Creative Strategy

#### STATE BAGS

### From 0 to 100 With Video Ads

#### PROOV

### 48% Lower CPA

#### FARMSTEAD

### 614% CVR Increase

#### ROCKSBOX

### 65% CVR Increase

#### OTTER AI